Flipping through the local in-flight mag today, I was again struck by the bizarre use of Yukon Tourism’s marketing theme mark Yukon: Larger Than Life. 
Bizarre–yeaaah. About 50% of tourism related advertising contained the same marketing mark! To the Outside reader, what does that tell them? Anything?
Sure, sure–there’s some juicy co-op funding support if you use it DOMINANTELY in your advertising. But in today’s competitive marketplace does it make sense that 1 in 2 ads say the same thing–in the SAME publication? That’s not advertising. That’s just noise. 
What would be better? Well, to start with, be truly creative if you want to get noticed. More than 10 words in a tiny full colour ad—don’t do it. Buy a no-colour classified listing. No one reads and retains display ads that aren’t creative and interesting. Test it—it’s true. Never stick a government logo in your advertising–never, ever. Never. Sure the money is tempting, but results are what you really, really want so don’t use your money to help pay for government logo space. It does not sell you and the quality of your business.
Big kudos and gold stars to the tourism industry advertisers in this in-flight edition that understand the conflict and didn’t stick it in their ad.

Be the first to comment

Most Read Articles

Taking Advantage of Tourism

With warmer weather comes…tourists. Whether we like it or not, for the next couple of months… Read more

The Lowdown on Slouching

From childhood we are told to “sit up straight” and “stop slouching.” But if slouching is… Read more

The History of the Pencil

Today, we are going to learn about an item that we use everyday but rarely give… Read more

10 Things You Probably Don’t Know About Albert

  1. English is my second language. 2. Once a year, I make the world’s best… Read more

Aasman Summer Potluck

Earlier this week, all of the folks at Aasman prepared their favourite dishes, left the office… Read more

Last day for feedback on the Peel Watershed

You've seen it in the newspaper. You've seen it on Facebook, radio, posters, on a stage,… Read more